E. & J. Gallo’s ready-to-drink spirits portfolio is continuing to grow with the recent purchase of LIQS, the successful spirit- and wine-based cocktail shots brand. The new acquisition is Gallo’s response to the increasing consumer demand for premium, ready-to-drink cocktails.
LIQS, founded in 2013 by Harley Bauer and Michael Glickman, was the first brand of its kind. It has found success with millennials for home entertaining, in music and nightclub venues, and for outdoor activities. The party beverage is marketed for convenience and it is sold in several different flavors as LIQS Cocktail Shots and larger-format pre-mixed LIQS Cocktails.
With the acquisition, LIQS joins Gallo’s growing range of innovative formats, which include High Noon Hard Seltzer, New Amsterdam Pink Whitney, and Rum Haven. kw
